Analysis & Strategy

Understand your market. Know your customer.

AI-powered research that generates buyer personas, Ideal Customer Profiles, anti-ICPs, and competitive analysis from your intake data. Stop guessing and start knowing.

What you get from every research cycle

Generated from YOUR data

3-5

Buyer personas

ICP

Competitive positioning map

Anti-ICP

Clarity on who to avoid

Live preview

Persona Studio in action

A synthesized persona pulled from intake, surveys, analysis verdicts, and competitive analysis.

38os · Research · Personas

Marketing Sara

Director of Marketing · 250-1000 employees · SaaS

Pain points

• Reporting takes a full day every Monday
• No single source of truth for KPIs
• Strategy lives in slides, not the team

Buying triggers

• Quarter-start strategy reset
• Lost a senior marketer recently
• Board asks for marketing accountability

From: IntakeFrom: Survey × 12Analysis-aware

The Problem

You cannot target everyone and expect to win

Most teams skip structured research. They build campaigns on assumptions and wonder why conversion rates stay flat. Research changes the equation.

Guessing who your customer is

Without structured research, you target broadly and hope for the best. Wasted spend and diluted messaging are the inevitable result of not knowing exactly who you serve.

No competitive intelligence

You know your competitors exist but lack a structured view of their positioning, strengths, and gaps. Without this, you cannot differentiate effectively.

Generic personas that do not drive decisions

Personas built from assumptions instead of data sit in a slide deck and never influence strategy. Real personas need firmographics, psychographics, and behavioral triggers.

Capabilities

Research that actually drives marketing decisions

The Research Module turns your intake data into structured, actionable market intelligence. Every output is generated from your business context, not generic templates.

AI-generated buyer personas with depth

Go beyond basic demographics. Each persona includes psychographics, behavioral patterns, pain points, buying triggers, objection patterns, and preferred channels. All generated from your intake data, not generic templates.

Demographics, psychographics, and behavioral attributes
Pain points mapped to your solution capabilities
Buying triggers and objection patterns
Channel preferences and content consumption habits

Ideal Customer Profile with firmographics and buying signals

Define exactly which companies or individuals are your best-fit customers. The ICP includes industry, company size, revenue range, tech stack indicators, and the buying signals that indicate readiness to purchase.

Firmographic filters: industry, size, revenue, geography
Buying signals that indicate purchase readiness
Decision-maker roles and organizational structure
Budget range and typical sales cycle length

Anti-ICP to identify who NOT to target

Not every lead is a good lead. The anti-ICP explicitly defines the characteristics of prospects who will waste your time: poor fit, high churn risk, or misaligned expectations. Stop attracting the wrong customers.

Disqualification criteria by firmographic and behavioral signals
Common traits of churned or low-value customers
Red flags to watch for in the sales process
Negative persona profiles for ad targeting exclusions

Competitive analysis with strategic implications

Map your competitive landscape with structured analysis of positioning, messaging, strengths, weaknesses, and market gaps. Each competitor profile includes strategic implications for your own positioning.

Competitor positioning and messaging breakdown
Strengths and weaknesses mapped to your capabilities
Market gaps and whitespace opportunities
Strategic implications and recommended responses

How It Works

From intake to intelligence in five steps

A structured research process that transforms your business data into market intelligence you can act on.

Complete your intake

Provide information about your business, market, and customers through the guided intake process.

AI analyzes your data

Our AI engine processes your intake responses to extract patterns, segment audiences, and identify opportunities.

Generate personas and ICP

Receive 3-5 detailed buyer personas, a complete Ideal Customer Profile, and an anti-ICP — all derived from your data.

Map competitive landscape

AI builds structured competitor profiles with positioning analysis and strategic gap identification.

Surface strategic implications

Every research output includes actionable implications so you know exactly how to use the insights.

Benefits

Why teams rely on the Research Module

AI-Generated from YOUR Data

Every persona, ICP, and competitive insight is derived from your actual business data, not generic templates.

3-5 Buyer Personas

Detailed personas with demographics, psychographics, behavior patterns, and channel preferences.

Competitive Positioning Map

See where you stand relative to competitors and identify whitespace opportunities.

Anti-ICP Clarity

Know exactly who NOT to target so you stop wasting budget on poor-fit prospects.

Plans

Available on every plan

Every 38os plan includes the Research Module. Higher tiers unlock more research cycles and deeper competitive analysis.

Go

1 research cycle

Included

Pro

Unlimited research

Included

Max

Unlimited + multi-brand

Included

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Related features

The Research Module works best alongside these modules.

Marketing Analysis

Run the 9-module AI marketing analysis to identify gaps that research can help you address.

Strategy Builder

Turn your research insights into a documented strategy with positioning, messaging, and a 90-day roadmap.

AI Advisor

Get on-demand strategic guidance grounded in your research data, personas, and competitive analysis.

Ready to understand your market?

Generate buyer personas, ICPs, and competitive analysis from your data. No credit card required.